Communicating Globally

How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding message "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, Communicating Globally shows how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. Based on the strong theoretical foundations of integrated marketing communication (IMC), Communicating Globally offers a practitioner's perspective on integrated global marketing communication (IGMC) in action through vignettes, four complete case studies of well-recognized multinational brands, and one study case.

1. Transitioning into the 21st-Century Marketplace
2. Understanding the Emerging Global Marketplace
3. How Marketing Communication Works
4. Integrated Communication or Integrated Marketing Communication
5. Developing Integrated Global Marketing Communication Programs
6. Implementing the IGMC Strategy
7. From Strategy to Creative Execution: Capturing the Imagination of Consumers and Publics
8. IGMC Drivers and Agency Interaction
9. An Integrated View of IGMC Management and Vendor Compensation
10. Developing IGMC Investments and Measurements
11. The Way Forward: Overcoming Barriers with IGMC Solutions

• Appendix 1: Case Studies
• Case Study 1: British Telecom
• Case Study 2: De Beers
• Case Study 3: Dow Chemical
• Case Study 4: Orange PLC
• Appendix 2: The Oral-B Study Case
  

Interesting, but if you want to learn to communicate globally or handle branding globally, you're out of luck.

If you want to learn about the IGMC model, this is the book to read, but it is very boringly written…